Finding what you love doing beats chasing money every time. Today on the IC-DISC Show, we're talking with John Sacco, owner of Sierra International Machinery, a trailblazer in the recycling industry. Starting as an agri-packaging business, John transformed the company into a recycling equipment powerhouse, moving from marketing Italian made machines, to designing their own balers and conveyors, and now offering a comprehensive range of recycling equipment with renowned service quality. He's been a lifelong industry advocate. Serving as past ISRI chairman and creating the "Repurposed" docuseries on Prime Video, a series showcasing how 75% of new American steel comes from recycled materials. Activities that help companies recruit talent by highlighting the environmental benefits of an industry often misunderstood by policymakers and the public. It's a great conversation revealing how critical recycling is for disaster recovery, processing debris, and supplying rebuilding materials. Listen in to hear why John believes finding your passion, as he did at age 59, brings more satisfaction than any bank account. SHOW HIGHLIGHTS We explore Sierra's transformation from a leader in agri-packaging during the 60s and 70s to a pioneer in recycling machinery, sparked by the introduction of an Italian machine in the 1980s. John discusses the significance of Sierra's involvement with trade associations like ISRI, now REMA, emphasizing the role of advocacy in correcting industry misconceptions and celebrating milestones such as serving as chairman. John and I delve into Sierra's innovative marketing approach, highlighting their docuseries on steel recycling that unexpectedly gained popularity on Prime Video, enhancing the industry's image. He addresses the broader industry challenge of attracting and retaining talent, drawing parallels to Mike Rowe's advocacy for essential yet undervalued jobs. We highlight the environmental advancements in the U.S. steel industry, including its leadership in recycling and the significant role of recycled aluminum in the automotive sector. John shares advice on prioritizing passion over profit, emphasizing personal growth and the rewarding aspects of the journey, including attending industry conferences and personal milestones. He reflects on Sierra's collaborative team effort in expanding product offerings, driven by customer needs and market opportunities, while maintaining a strong reputation and high-quality service. Contact Details LinkedIn - John Sacco (https://www.linkedin.com/in/john-sacco-8a8a1b10/) LINKSShow Notes Be a Guest About IC-DISC Alliance About Sierra International Machinery GUEST John SaccoAbout John TRANSCRIPT (AI transcript provided as supporting material and may contain errors) John: And there's a lot of misconceptions about our industry. So staying involved is, you know, I've done it and that's kind of why I've also done a lot in regards to the docuseries on our industry and stuff like that. Dave: Good morning John. How are you today? John: Doing good. Doing good, that's awesome, not bad. Dave: How are you today Doing good? John: Doing good. That's awesome, not bad. How are? Dave: you doing Dave. That's good, I'm doing great Now are you a? Native of California. John: Yeah, I was born and raised in Bakersfield, California. Dave: Oh, wow, Okay. So did you grow up around the scrap business? John: Well, actually I grew up more in the agri-packaging side of Sierra. We used to have a company called Sierra Bag and we used to supply agri-packaging products. We were at one point the leader in selling bagging and ties to the cotton industry. Years ago in the 60s and 70s, there used to be over 2.2 million bales a year of cotton grown in the San Joaquin Valley and we used to sell the bagging and use bags and make potato bags and onion bags. We had the recycled materials facility but I really wasn't involved with that. I was more involved during the summers as a kid working in the bag plant. Dave: Okay, so how did the transformation then go on your end to where you get more involved in the recycling space. John: Well, it started when my dad had found a machine out of Europe, out of Italy, and he thought that the market in America could use these machines. Which he was right. And at 19, by late 1985, his partner, 42 years, a buddy of his, who he met during World War II, was, he was ready to retire, he had some health issues and he was just ready to call it quits. And so, in early 1986, what he did was sold the Jagger packaging, bought his partner out and had me start marketing the machines. So, not knowing a whole lot about Ferris and non-Ferris, quite frankly, I was forced to learn it kind of on the fly and getting involved with selling the equipment. Dave: Okay, and did you get involved with the company right after you graduated from USC? John: I did. For two years I was on the agri-packaging side, traveling around to potato sheds, onion sheds, selling the products that we had, and then in 85, started going to the cotton gins. Also, we held a at the time a patent on the cotton module which when they harvested cotton in the field they'd make these big well, for lack of a better word a big log of cotton before they sent it into the cotton gin and we had a tarp for it into the cotton gin and we had a tarp for it. So when it if it rained because the harvesting of cotton was late September, early October and so if it rained it could ruin the grade so we had this cotton module cover and we had a patent. So we sold a lot of those throughout America to the cotton industry. Dave: Okay, and then it was shortly after that that you got more involved in the recycling machinery. John: That's correct. Yeah, when my dad sold all the agri-packaging in 86, all of that went away. So that was when he wanted me to market the machines, because I had taken marketing at USC. So I just basically said, hey, market these machines. Dave: That's what I've been doing ever since and there's a little more to it than that because at some point you all started developing your own machinery. Is that correct, that's? John: correct. We you know our clientele base also was in need of two-ram balers for the processing of non-ferrous materials, you know, aluminum, copper, and also in the fiber industry for paper. And so we decided to start building two-ram balers and hired an engineer who was at the time unemployed and got involved and built a plant down in southern Georgia and expanded today. So we finished, we opened up in October of 2008 and building two ram balers and conveyors for the metal side and also the waste sector. So that's grown nicely over the years. Dave: That is great. And then you guys have expanded your product offering. Then beyond that to other aspects, right? John: That's correct. Yeah, so you know, for recycled materials facilities we offer a wide variety of products from 2-ram balers, conveyors, shears, shear balers, portable balers, grapples and material handlers, so it's a wide variety of equipment that can go into a lot of different aspects of the waste sector and the recycled material sector. Dave: Okay, and then at some point, you became involved in the Trade Association. Was it ISRI then, or was that? John: Yeah, it was ISRI back. It was in the late 1990s that I got involved and you know I got involved, I enjoyed and it was fun for me on a personal level and then in two I was elected to be secretary-treasurer of at the time it was ISRI. It's now REMA, the Recycled Materials Association. So I did that stint, you know, as secretary-treasurer and you move up to chair, and I was chairman in 2011, 2012,. But have stayed involved with the Trade Association because I believe in having a strong voice for an industry in the states and in, you know, in the nation's capital. You know policymakers don't really know what we do and there's a lot of misconceptions about our industry. So staying involved is you know there's a lot of misconceptions about our industry. So staying involved is, you know, I've done it and that's kind of why I've also done a lot in regards to the docu-series on our industry and stuff like that. Dave: Okay, I can't believe that it's been 12 years ago. 13 years ago I guess that you were the chair. I think that's when I first met you in San Diego, I think on the aircraft carrier at a social function. John: Yeah, when we met on the aircraft carrier, that was 2010. Excuse me, that was 2000. Yes, it was 2010. And that was the final night party of ISRI at the time on the USS Midway, and at that party I was officially at that moment, the chairman of ISRI. So yeah, as long as it was, it does seem just like yesterday, david, and it was a great party. But yeah, it just seems like yesterday. Yeah, the sound of it is a long time ago. Dave: Wow, yeah, the time does go by. Now I'm curious, as your product line expanded, I'm curious was that more of a case of you just saw an opportunity and that's kind of what drove it, or was it more your customers coming to you saying, hey, we really need help in this area. Would you guys develop something? Or is it a mix of the two? John: Well, it's a little bit of everything. I have a great team here and the people at the time who was on the team, you know, said well, we should get involved with this type of equipment because we have a need for it. You know our customer base asked for it and you know I won't take the credit for it and you know it's I won't take the credit for it because in the end it's a team here at Sierra and you know I have a brother involved who's my partner now, his son, my nephew's involved and so over the years it's just it's about discussing what we can do, how we grow. How do we you know you got to grow your revenue. How do we grow it? And by adding different products into the mix. And then the manufacturer out of Italy, the Tabarelli fam